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PROMOTED CONTENT MARKETING TO MATURE CUSTOMERS
5 tips to engage mature customers in 2021 as
buying behaviour shifts By Lara Bonney, The Tapestry Agency
If some of the latest figures from 2020 have shown us anything, it’s that older customers took to ecommerce in their droves during lockdowns and various other restrictions. In fact, almost half of over-65s (49 per cent) have increased their purchase frequency. The 65+ age bracket is just as likely (43 per cent) as the average consumer (42 per cent) to have shopped more online since the beginning of the pandemic. And from working closely with multi-channel retailers serving the mature sector, we can see this trend is set to continue.
S
o how can retail brands tap into this shift in behaviour and make the most of their marketing channels to retain mature
audiences in 2021?
1. Build trust over time Research shows that older customers place more importance on building trust in a brand over time. They tend to pre-research their purchases for a longer period, so organic search and brand paid search are key to catching their attention when they first start looking. Mature customers also tend to pay more attention to reviews and recommendations. This means that brands should encourage customers to leave reviews wherever possible.
Also, as older customers are more likely to engage with multiple emails than any other age group, don’t be afraid to repeat your marketing messages as part of a wider ‘nurture campaign’. These are structured, time-based communications informing your audience of your brand and a particular offer, and, over time, motivating them to take action.
2. Maximise the marketing mix As David Lockwood says in a recent Retail Commerce Discussion, customers are more likely to use tablets for shopping than anyone else. Their time spent on mobile is also rising
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rapidly – in fact, it’s now higher than most millennials. As older customers purchase more technology, and spend more time on their devices, this provides more frequent opportunities for online shopping.
Habits such as second screening – e.g. checking a phone or tablet during a TV commercial break – presents a huge opportunity for brands to reiterate their marketing message across multiple channels at the same time. This will keep them front of mind as users switch between devices.
Despite the rise in ecommerce and digital channels for older customers, off line channels such as bricks-and-mortar stores and direct mail will still play a significant part in the customer journey. It means that retailers should not focus too heavily on any one channel as we head into 2021. A multi-channel marketing strategy is greater than the sum of its parts. While both print and digital are good at driving response, the power of using both in parallel is far greater than using either in isolation. Likewise, reaching customers through a mix of ‘lean-in’ media (e.g. browsing with intent on a tablet) and ‘lean-back’ media (browsing a catalogue in the bath, or watching television) will be key to sustaining engagement.
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